Understanding Pharma Digital Transformation and Its Importance
The digital health market is expected to grow up to $42.2 billion by 2027 with a CAGR of 7.05% starting 2023 [1]. Big pharma’s investments in data analytics are projected to increase to $1.2 billion by 2030 (that is, by 27%) [2], and the industry’s investments in cloud computing, another sales-crucial technology in pharma, are forecast to reach $59.3 billion by the year 2030 [3].
But as impressive as those numbers sound, McKinsey’s research shows that pharma companies are far from utilising the full extent of digital technologies [4]. The enterprises that have successfully implemented digital solutions into their workflows have shown incredible results: in some cases, a 20% improvement in product delivery speed, a 50% reduction in testing time, and a 50% increase in customer satisfaction [5].
However, many pharmaceutical companies find such numbers difficult to achieve – and there are reasons for that.
Common Challenges for the Industry
Rigid operating models
The pharmaceutical industry has been generally slow to adapt to change. The high number of regulations and the amount of necessary bureaucracy make it very difficult for companies to break away from established processes. So for a long time, digitalisation has been seen as a costly endeavour, which leadership was hesitant to support.
That said, this issue has been mostly mitigated after the year 2020, with many businesses having to switch to more digitised operating models in a time of social distancing – and seeing the benefits of doing so.
Lack of high-quality data sources
Pharma is experiencing a growing interest in digital data and analytics solutions, which is hindered by the lack of solid data sources. Identifying what data exists, getting timely access to it, monitoring it, and filtering out duplicates or siloed cases are all serious challenges.
So for now, many pharmaceutical businesses still rely on manual data processes, which makes fast decision making and advanced analytics nigh impossible. Standardised data algorithms need to emerge on a large scale before the industry can fully transition to more digital methods.
Lack of relevant talent
Successful implementation and scaling of digital transformation requires appropriate talent. Despite the fact that pharmaceutical businesses can offer compelling projects and competitive salaries, they struggle to attract and retain the necessary tech talent.
Companies need to reshape their hiring and retention efforts. Some of the most commonly suggested strategies include “win rooms” and hiring by acquisition – the latter can be especially effective in closing skill gaps in data science, design, product management, AI expertise, and other aspects of software development.
Lack of adoption
Digital systems still haven’t been deployed on a large scale in many areas of pharmaceutics. Many companies are still developing PoCs without employing proper data analysis to measure actual business needs and the resources necessary to scale their solutions. And despite greater leadership support, a lot of businesses still lack the mindset to drive global adoption of new software.
There is no easy solution to this – it has to be a combination of all the approaches mentioned above. Significant changes in corporate processes, more reliable data sources, and tech-savvy talent are all important components of making the adoption of new software systems a more attractive prospect on an industry-wide scale.
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Pharma: Digital Trends
The challenges mentioned above aren’t absolute. Pharma has been experiencing a consistent rise in digital software adoption and development initiatives despite the drawbacks, with the biggest industry players exploring new avenues for transformation.
Our team has researched the main innovations coming from the sector’s biggest corporations (Sanofi, AstraZeneca, Novartis, Pfizer, Bristol Myers Squibb, etc.) in the past year and a half. We’ve devised the following trends as a result.
Digital companion apps
Digital companions continue to prove their worth in complementing the use of medications, therapies, and medical devices. Starting 2020, both Software-as-a-Medical-Device solutions and standalone companions have been experiencing a steady growth of popularity.
SaaMD (Software as a Medical Device)
SaaMD is becoming particularly prominent in the pharmaceutical field, with AstraZeneca developing multiple applications under this category.
This includes their AI-assisted cancer patient support platform HAYA developed in tandem with Neosperience Health [6] and the FINZI app that aids patients with unresectable stage 3 lung cancer, developed with IPG Health Frankfurt [7]. Both solutions gather patient information, facilitate communication with doctors, and aim to alleviate fears during therapy.
Sanofi isn’t far behind, collaborating with BrightInsight to create a digital companion mobile app that will allow patients seamless access to such services as therapy and chronic disease management [8]. The solution creates a connected and accessible medical ecosystem for patients via integrations with third-party services.
And just earlier this year, Roche and Startup Creashere revealed their cobas® pulse platform, which integrates third-party digital health apps to aid in clinical decisions, getting digital biomarkers, and vitals measurement [9].
Standalone companions
Standalone companions (therapy support apps, quiz-based apps, medication access apps, etc.) are experiencing a similar rise in popularity.
Pfizer’s IUdo app, a solution designed to streamline access to medication for patients and HCP, was launched last year in Qatar [10]. It facilitates program enrollment, provides qualification for support treatment plans, and manages the patient’s medical journey through their mobile device.
On the other hand, GSK has dabbled in quiz apps with the release of Shine [11]. A mobile app that engages users to answer hormone-related questions, it acts as an educational and survey platform. It helps medical professionals better understand the worries and needs of potential future clients, as well as informs women about the effects hormones have on their bodies.
Patient online course platforms
Digital platforms that offer educational courses, resources, and information to patients and caregivers aren’t merely gaining industry traction – they’re showing results. For instance, patients who have completed Pfizer and Selfrapy’s 12-week Online Course for Chronic Pain have shown a 26% reduction in pain intensity and a 20% increase in quality of life [12].
Diagnosis-specific EHR add-ons
More and more diagnosis-specific add-ons for Electronic Health Record (EHR) systems are popping up on the market. A good recent example would be Lupus Advisor launched in 2022 as an EHR add-on service designed to enhance lupus care. It aggregates patient data, offers evidence-based treatment guidelines, streamlines documentation, and improves care coordination for people living with the condition [13].
AI-based predictive modelling
The current AI boom has only boosted the technology’s adoption across various verticals.
For example, in pharma, AI-based predictive modelling has been widely used to analyse complex datasets and make predictions in drug discovery, development, and other processes for years.
Disease prediction
AI-based medical analysis is gaining steam, with Bristol Myers Squibb and Viz.ai announcing their collaboration on a predictive AI algorithm this March [14]. The neural network will automatically detect potential cases of hypertrophic cardiomyopathy by evaluating routine electrocardiograms.
Another valuable branch of disease prediction technology, audio analysis, is no less popular. Merck & Co has recently partnered with Hyfe, a leader in cough analysis technology, to deliver an AI smartphone app that aims to help the estimated 1.2 million of US adults with chronic cough by analysing their coughing patterns [15].
And earlier this year, AstraZeneca and Bellvitge University Hospital have initiated a pilot program for Cordio Medical’s HearO app, which monitors patients’ speech patterns to detect potential congestive heart failure complications with an 82% success rate in predicting heart decompensation events up to 22 days in advance [16].
Drug discovery
Drug discovery and development are being further accelerated with companies such as Merck & Co. and AstraZeneca integrating advanced AI-driven systems. The former is harnessing the cloud computing prowess of Saama Technologies’ Life Science Analytics Cloud (LSAC) to consolidate data on smaller cycle times and R&D costs [17].
The latter has collaborated with Benchling, a biotechnology R&D platform, to build FRAGLER, an open-source solution that automates DNA search, fragmentation, and assembly workflows. So far, its algorithmic sequence search has led to 50-90% cost savings for the company [18].
Trial/research management systems
Being heavily reliant on data analysis, pharmaceutical research stands as another popular avenue for AI application. As of June 2023, Sanofi’s plai app has provided the company with a full overview of all corporate activities and enhanced its research, clinical, and manufacturing operations with AI-powered analytics [19].
Bristol Myers Squibb is another notable name in advanced trial and research management systems.
The company has globally implemented Veeva Vault CTMS (Clinical Trial Management System) in a record time of less than 20 months by 2022 [20] and launched a collaboration with Concert AI to develop a Digital Trial SaaS solution for clinical trials in oncology, urology, and haematology [21]. It aims to help researchers rethink how they design trials, select recruitment criteria, and adhere to data collection standards in order to make the process faster, cheaper, and greater in coverage.
AbbVie’s request management platform, the Pega System Request Management Tool, also deserves mentioning. A joint project with Pega and Accenture, the software has allowed the company to automate labour-intensive processes and daily routines with RPA (Robotic Process Automation) and case management functionality [22]. In the near future, AbbVie plans to expand the solution with preclinical process management features.
Other solutions for operational workflow
Calibration management software
Software systems for managing and streamlining equipment calibration are being spearheaded by AstraZeneca. Their investment of $600,000 into Beamex CMX has allowed the company to transition from paper-based and hard-to-document calibration processes to a digital, automated format, with other major companies looking to follow suit [23].
Category management for procurement
Pharmaceutical companies keep seeking ways to optimise their procurement processes with smart technologies, and the joint effort between Novartis and Cirtuo is a good example of that. Cirtuo will help Nortis enhance their procurement by leveraging their Guided Strategy Creation™ platform, which will enable the company to focus on more value-centric tasks by automating the process of gathering data, analysing, formatting, and organising it on slides [24].
Partners management system
Another field in which Novartis set a precedent for the Pharma industry is electronic partnership management. The collaboration with the Astera Centerprise Data Integrator has allowed the company to integrate forecast and sales data from a variety of retail partners, including such massive store chains as CVS, Target, and Walmart [25].
It’s safe to say other pharmaceutical enterprises are looking to implement similar systems to facilitate communication with suppliers, contract manufacturers, contract research organisations (CROs), regulatory agencies, distributors, and other partners.
AR implementation
Augmented reality has been seeing a lot of applications in R&D, manufacturing, sales, marketing, and patient engagement. For one, GSK’s Hemoglobe presented at ASN 2022 took full advantage of immersive tech, combining AR with 360-degree wraparound video for a one-of-a-kind dynamic experience [26].
On the mobile side of things, Novartis and Flipside Health developed the ViaOpta Simulator app which utilises AR to simulate visual impairments on a user’s smartphone screen. It’s a valuable tool for understanding the challenges visually impaired patients face [27].
Bamboo Agile’s expertise in digital pharmaceutical solutions
Liver Doctor for Sanofi
Sanofi turned to Bamboo Agile to develop a mobile application designed to encourage user involvement in monitoring the state of their liver, as well as to raise awareness of the Essentiale® Forte N medication.
The team delivered the Liver Doctor app that provided users with information covering a range of hepatological diseases and treatment methods with medical advice, diet and fitness tips, as well as the benefits and instructions for taking Essentiale® Forte N.
Telehealth App with Medication Delivery Functionality
Bamboo Agile has developed a HIPAA-compliant telehealth platform offering easy access to primary and preventive care, chronic disease management, mental health, and other healthcare services.
One of the app’s key features is a convenient delivery service that connects pharmacies, medical labs, imaging centres, and patients to bring medications and lab test results straight to users’ doorsteps.
Read more about our expertise in Healthcare solutions here.
Conclusion
The pharmaceutical industry has been witnessing a digital transformation driven by impressive market growth and increased investments in innovative digital solutions despite some persisting challenges regarding lacking data sources, talent pools, and adoption rates.
The sector’s commitment to digitalisation is evident through the emergence of trends like digital companion apps, predictive modelling, trial & research management systems, and many other technologies spearheaded by some of the biggest pharmaceutical companies in the world.
Bamboo Agile is a trusted partner of Healthcare and Pharmaceutical companies across the globe. Contact us for a free consultation with our specialists.
References
- “Digital Health – United States”, Statista, 2022-2023, https://www.statista.com/outlook/dmo/digital-health/united-states
- “’Next-Best-Action’ for Data Analytics”, Graham Rapier, Pharmaceutical Commerce Volume 17, Issue 6, December 8, 2022, https://www.pharmaceuticalcommerce.com/view/-next-best-action-for-data-analytics
- “Cloud Computing in Pharmaceutical Industry Market: Information by Type (SaaS, IaaS & PaaS), Deployment Type, Application (PMS, EMR, Online Sales), and Region – Forecast till 2030”, Straits Research, 2023, https://straitsresearch.com/report/cloud-computing-in-pharmaceutical-industry-market
- “Top ten observations from 2022 in life sciences digital and analytics”, Bjorn Albrecht, Siméone de Fremond, Thomas Devenyns, Richard Ting Li, Dan Tinkoff, Lieven Van der Veken, McKinsey & Company, January 31, 2023, https://www.mckinsey.com/industries/life-sciences/our-insights/top-ten-observations-from-2022-in-life-sciences-digital-and-analytics
- “Rewired pharma companies will win in the digital age”, Amitai Golub, Jeffrey Lewis, Dan Tinkoff, Lieven Van der Veken, Dandi Zhu, McKinsey & Company, June 14, 2023, https://www.mckinsey.com/industries/life-sciences/our-insights/rewired-pharma-companies-will-win-in-the-digital-age
- “HAYA – AstraZeneca”, Neosperience Health, 2020, https://neosperience.health/haya-astrazeneca-en/
- “IPG Health Frankfurt and AstraZeneca develop therapy support app for patients with unresectable stage III non-small cell lung cancer”, IPG Health, March 14, 2023, https://ipghealth.com/news/ipg-health-frankfurt-and-astrazeneca-develop-therapy-support-app-for-patients-with-unresectable-stage-iii-non-small-cell-lung-cancer
- “BrightInsight Announces Partnership with Sanofi to Bring to Market a Next Generation Digital Companion Application”, BrightInsight, January 10, 2022, https://brightinsight.com/press-releases/brightinsight-announces-partnership-with-sanofi-to-bring-to-market-a-next-generation-digital-companion-application
- “Roche & cobas® pulse app platform”, Startup Creasphere, April 3, 2023, https://startupcreasphere.com/news-stories/roche-cobas-pulse-app-platform/
- “Pfizer launches patient support app to improve access to medication”, Gulf Business, September 26, 2022, https://gulfbusiness.com/pfizer-launches-patient-support-app-to-improve-access-to-medication/
- “How GSK created its own quiz app to validate new innovation opportunities”, Noodl, March 24, 2022, https://www.noodl.net/case-study/how-gsk-its-own-quiz-app-to-validate-new-innovation-opportunities
- “Pfizer’s first DiGA launch: App on prescription against chronic pain”, Pfizer Healthcare Hub, 2023, https://healthcarehub.pfizer.de/cooperation-selfapy-pfizers-first-diga-launch-app-prescription-against-chronic-pain
- Lupus Advisor, 2022, https://www.lupusadvisor.com/
- “Viz.ai Announces Agreement with Bristol Myers Squibb to Enable Earlier Detection and Management of Suspected Hypertrophic Cardiomyopathy (HCM)”, Viz.ai, March 3, 2023, https://www.viz.ai/news/agreement-bristol-meyers-squibb-hcm
- “How a smartphone app can help people with chronic cough”, Merck & Co., August 3, 2023, https://www.merck.com/
- “AstraZeneca launches pilot program for Cordio Medical’s AI heart failure app”, Sean Whooley, Medical Design & Outsourcing, May 19, 2023, https://www.medicaldesignandoutsourcing.com/astrazeneca-pilot-program-cordio-medical-ai-app/
- “Merck selects Saama to add machine learning tech to drug development process”, Andrea Park, Fierce Biotech, August 10, 2022, https://www.fiercebiotech.com/medtech/merck-selects-saama-add-machine-learning-tech-drug-development-process
- “AstraZeneca creates FRAGLER for DNA synthesis”, Jim Cornall, Labiotech, February 2, 2023, https://www.labiotech.eu/trends-news/astrazeneca-fragler-dna-synthesis/
- “Press Release: Sanofi “all in” on artificial intelligence and data science to speed breakthroughs for patients”, Sanofi, June 13, 2023, https://www.sanofi.com/en/media-room/press-releases/2023/2023-06-13-12-00-00-2687072
- “Veeva Vault CTMS Launched at Bristol Myers Squibb to Simplify Clinical Trial Processes Globally”, Veeva, April 21, 2022, https://www.veeva.com/resources/veeva-vault-ctms-launched-at-bristol-myers-squibb-to-simplify-clinical-trial-processes-globally/
- “Bristol Myers Squibb and ConcertAI Advance Novel Oncology Accelerated Digital Clinical Trial Solution”, ConcertAI, September 29, 2022, https://www.concertai.com/news/2022/09/bristol-myers-squibb-and-concertai-advance-novel-oncology-accelerated-digital-clinical-trial-solution/
- “AbbVie automates clinical and R&D workflows, keeping scientists focused on the mission”, Pega, 2022, https://www.pega.com/customers/abbvie-operations
- “Beamex customer case story: AstraZeneca, Sweden”, Beamex, October 23, 2014, https://www.beamex.com/about-us/case-stories/astrazeneca/
- “Novartis embarks on a journey of category management digitization with Cirtuo”, Cirtuo, 2022, https://cirtuo.com/novartis-category-management/
- “Astera Data Integration/Transformation Case Study”, Astera, May 3, 2023, https://www.astera.com/
- “GSK Hemoglobe”, Flipside, 8th Wall, 2022, https://www.8thwall.com/flipside/asn2022
- “Project Novartis”, Flipside Health, 2022, https://flipsidehealth.com/project-novartis.html
